Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.

The Social Customer Care Plan

2.
INTRODUCTION:
THE NEW SOCIAL CONSUMER
erful
Word of Mouth Most Pow ridge Ratings
2 007 survey from B
Not surprisingly, a e among US
found that the most trusted sourc
family and
consumers was their own friends,
dicated that
2009, a TNS poll in
acquaintances. In ll media was
uste d source across a
the number one tr
by friends.”
“recommendations
Gays Lov
e The Int
Despite a ernet, No
fondness t Ads
homosex for being
uals were social onli
apathetic ne
social net
wo toward ad , 63% of
positive a rking sites and a m vertising
on
ttitude. In ere 6% h
Internet u addition, ad a
sers repo 55% of ho
rted read mosexua
ing blogs l
. ~ eMark
eter
Online
34 Million Moms found that
A survey by Razo rﬁsh and CafeMom
mily, and
from friends and fa
Websites, referrals e most
earc h engines were th
information from s d to make a
common source s online moms use
n.
purchasing decisio

6.
INTRODUCTION:
THE NEW SOCIAL CONSUMER
“WE ARE NOT IN THE BUSINESS OF SUPPORTING
A MEDIA INDUSTRY, WE ARE IN THE BUSINESS OF
CONNECTING WITH CUSTOMERS”
- Trevor Edwards
VP Global Brand & Category Management
NIKE
October 2007

8.
DEVELOPING YOUR PRESENCE:
LISTEN
LISTEN TO ME
Be passionate about lis
tening as much as you a
Use listening tools to ﬁn re about speaking.
d where people might b
by inputting search term e talking about you
s your prospective comm
in discussions that are p unity might use
ertinent to your interests.
note where these conv Start a database to
ersations are happenin
on who is out there in g, and to record info
the space. Check out A
Search to ﬁnd existing lltop and Google Blog
blogs on the topic.
Subscribe. Comment.
Keep you listening statio
running all the time.
n
Work hard at knowing
where and who is
talking about you, you
r competitors, those
Topics that interest yo
u. This is one of the
Most important parts o
f the platform.
Credit: www.chrisbrogan.com

9.
DEVELOPING YOUR PRESENCE:
LISTEN
Building Your Listening Station
Get a gmail account and log in to Google Reader. This will become your home base for listening
GO to Google Blogsearch. Type in your query about your company, your competitor and the like
Note the “subscribe links on the bottom left of the page. Right-click the RSS link, and select copy
Go back to Google Reader, click Add Subscription, and select paste
Repeat this for as many variations of searches you want for blogs
Repeat process on Technorati & Twitter Search
Fine tune your searches by seeing what inaccurate results come from your ﬁrst attempts
Sort through Reader. If you ﬁnd a relevant mention, note it in your outreach sheet (where, who)
Do something with what youʼre
learning. Figure out the business
value of the listening youʼre doing,
and route it to the right places.
Listening isnʼt for marketers. Itʼs for
the organization. Itʼs for customer
service, for product management,
for the senior team, etc.
Credit: www.chrisbrogan.com

13.
DEVELOPING YOUR PRESENCE:
LISTEN
My ﬁrst NYC apartment had
bedbugs. I hated them and I
twittered about the issue several
times. Not only did my followers
help me identify them but a
mattress encasement company
listened to my complaints and
provided me with resources. I
purchased $250 worth of mattress
encasements.

14.
DEVELOPING YOUR PRESENCE:
LISTEN
After seeing an ad for the
new Ben & Jerryʼs Flipped
up cups I twittered about
wanting to make a video
of them. Ben & Jerryʼs
listened and mailed me
coupons to get free
samples to make my
video 

19.
DEVELOPING YOUR PRESENCE:
ORCHESTRATE
NO HOMEBASE SHOULD BE AN ISLAND

20.
DEVELOPING YOUR PRESENCE:
ACTIVATE
The New York Times article
recommends readers type
“Cubby Bernstein” into any
search engine, and according to
a Google report, readers are
doing just that.
Broadway.tv
ACTIVATE